Beyond the Celebrities

No Like, Sorry Irina
1750
"No Ronaldo, No like"
3775
You are nothing without CR7
460
Ronaldo made your name
121
Where is Ronaldo??? no like
1750
Beyond the Celebrities
New fashion "No Ronaldo No Like"....lol
18
Ronaldo has better legs
135
No Blatter no like!
980
No Cr7 no like
858
You are nothing without CR7
460
Your fame its all from CR7
30
Alone? Cristiano is not.
239
Irina Shayk
Nobody cares
290
No Like, Irina
1240
No cr7 no like
840
You re 0 without Ronaldo -.200
4.3 M
6.7 M
Come cambia il mercato dell’Influencer Marketing grazie
all’Automation
CHI SIAMO
Stati Uniti
Italia
Regno Unito
Francia
Spagna
Svizzera
Polonia
OVER 200 CLIENTS
Clienti
Agenzie
QUATTRO VERITA’ DELL’INFLUENCER MARKETING#1
1.I Consumatori
nonMedia
si fidano
piùtrusted
delleformat
pubblicità dei brand!
Earned
Remain the
Global Trust in Advertising Survey, Q1 2015 and Q1 2013- Source: Nielsen
QUATTRO VERITA’ DELL’INFLUENCER MARKETING#2
2.Le tradizionali forme di advertising online non funzionano più.
$21.8bn Ad Revenue Loss Estimated
from Ad Blocking in 2015. (Adobe)
Global Monthly Active ad Blocking Software Users (desktop)- Source: PageFair
QUATTRO VERITA’ DELL’INFLUENCER MARKETING#3
3. Adblock non è il tuo solo nemico. Lo sapevi che?
• 88 percent of the ad-clicks were made by bots on the LinkedIn
ad platform, while at worst, 98 percent were from bots on the
Google ad platform.
• 56,1% of all impressions are not seen. (Google)
Ratio of Ad-Bot Clicks to Human Clicks - Source: oxford-biochron.com
QUATTRO VERITA’ DELL’INFLUENCER MARKETING#4
4. Il word of mouth è il principale driver in tutte le decisioni di acquisto.
Top 3 factors that influence whether a product is considered at each stage of consumer decision journey Source: McKinsey
IL POST COME PERFORMANCE
CONVERSAZIONI,
SENTIMENT E SOCIAL
REACH SONO KPI
FONDAMENTALI
INFLUENCER MARKETING - DEFINIZIONE
INFLUENCER MARKETING
INFLUENCER
L’ influencer marketing è l’arte di costruire e
mantenere nel tempo relazioni con influencer/
opinion leader per raggiungere obiettivi di
marketing.
Un influencer è un individuo indipendente
che ha la capacità di creare un opinione ed
essere ritenuto influente (cioè competente ed
autorevole) rispetto ad una tematica precisa.
INFLUENCER MARKETING AUTOMATION- DEFINIZIONE
IMA
Influencer marketing Automation è un’innovazione che grazie all’impiego
della tecnologia combina tutte le fasi cruciali di una campagna di Influencer
marketing trasformandola di fatto in un nuovo canale media
4. DISTRIBUZIONE
2. NEGOZIAZIONE
1.
3. GESTIONE
5. MISURAZIONE
IMA INNOVATION
CAMPAGNE TRADIZIONALI
scouting manuale
pagamento cash
assenza di dati
BRANDS
AGENCIES
COMMUNITY MANAGER
ACTIVITY
CELEBRITIES
BUZZOOLE
scouting dinamico
engagement genuino
analisi del ROI
SaaS
FROM PREMIUM TO LONG TAIL
INFLUENCER MARKETING AUTOMATION - BUZZOOLE TECHNOLOGY
Reach
Resonance
Relevance
Open D
Buzzoole
algorithm
Semantic
Analysis
Data Mining
leisure
politics
fashion
business
Social Graph
sport
media
society
technology
BUZZOOLE FOR USERS
Influential Topics
Society
Music
Leisure
Startup
Technology
Politics
Business
56,1%
97,5%
62,6%
42.000
publishers
48,6%
69,9%
80,1%
67%
bloggers
300 M
total audience
“The Adwords of Buzz”
Campaign Setting
KPI definition
CPP
KPI definition
CPP
CPV
KPI definition
CPP
CPC
CPV
KPI definition
CPP
CPC
CPE
CPV
Estimated Performance Model
Blogs Estimated Reach
Blogger
13
Reads
(min.
800 per
article)
10400
EST.
REACH
COST
ROI
CTR 5%
520
Social
Reach
(based
on AVG
208000
294.450
€
2.000
3,35
Social Influencers Reach (Est.)
Influenc
ers
13
Earned
Media Blogs
Reach
(based
on avg
Buzzoole
58500
€ 5.460
EARNED
MEDIA
CTR 2%
Viral
Reach
(30%)
146
17550
Earned Media
Social
€ 1.245
€ 6.705
Real Time Monitoring
Performance Measurement
DETECT REAL NICHE INFLUENCERS : + EFFECTIVE
Più disposti a condividere, con entusiasmo,
i contenuti dei brand.
Meno “dispensiosi” da ingaggiare.
Più genuini nella presentazione dei prodotti alla
propria audience.
Tassi di interazione maggiori rispetto
alle celebrità.
MORE REACH
CELEBRITIES
LESS GENUINE
(CASH)
PUBLISHERS
FANS
MORE INFLUENCE
FRIENDS
MORE GENUINE
(REWARDS)
MOVE OVER KARDASHIANS
Fashion Blogger
Influencer
Average Engagement Rate
7.5 - +25% rispetto alle celebrity
Average cost/tweet
$50-$150
$50,000-$150,000
kim kardashian
Celebrity
Average cost/tweet
$20,000-$35,000
Average Engagement Rate
6.0
6 TYPES OF BUZZOOLE CAMPAIGNS
1. Increase conversation
Introduce your brand and your
products/services to a new
audience
2. Instagram Campaigns
Raise the awareness by asking
users to take pictures featuring
your products
3. Gain Product Reviews
Send exclusive gifts or products to
get reviews or recommendations
with high visibility in SERPs
4. Become Trend Topic
Support your live tweeting
campaign or boost your hashtag
on Instagram
5. Boost your Social Media post
Increase your social media
exposure by growing the organic
reach of your content
6. Link Popularity
Get linked by trusted domains
to help your positioning
to grow up!
CONVERSATION INSIGHTS
CONVERSATION INSIGHTS
KEEP IMPROVING
2016 NEW FEATURES
Retargeting
Programmatic
CONCLUSIONI
E
TU?
1.Bot, Adblock e Viewability
minano l’affidabilità dei KPI
display.
2. Il word of mouth è il driver
principale nelle decisioni di
acquisto.
3.Le Celebrities possono
oscurare il tuo brand.
4.L’IMA trasforma le digital PR
in un nuovo canale media.
JOIN THE INFLUENCER
MARKETING
REVOLUTION
GRAZIE!!
Fabrizio Perrone
Chief Executive Officer @Buzzoole
@fabrlzio
be social, be valuable